Issues in Marketing Enterprise Initiatives within a University Culture and Framework

Autor/inn/en	Collins, Amanda; Robertson, Martyn
Titel	Issues in Marketing Enterprise Initiatives within a University Culture and Framework
Quelle	In: Education & Training, 45 (2003) 6, S.317-323 (7 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0040-0912
DOI	10.1108/00400910310495969
Schlagwörter	Marketing; Entrepreneurship; Economic Opportunities; Organizational Theories; Urban Universities; Formative Evaluation; Program Descriptions; Performance Factors; School Culture; Program Development; Research and Development; United Kingdom (Leeds) + Suchen Sie Ihr Suchwort? Unternehmungsgeist; Organisationstheorie; Leistungsindikator; Schulkultur; Schulleben; Programmplanung; Forschung und Entwicklung
Abstract	Enterprise initiatives come in a number of guises but, whether they are grant-funded or a commercial aspect of a university's business, the key driver is output. This usually means numbers--of students, of businesses, of ideas developed and sold, of financial gain and reputations made. A critical element impeding progress to the successful development of enterprise is marketing. This is something of a misnomer within organisations as amorphous as universities. The ability to develop products and services and to market them effectively to what should be a captive audience can prove even more trying than dealing with the mountain of paper work that accompanies most, if not all, enterprise initiatives. This paper describes the difficulties experienced by Business Start-Up@Leeds Met in marketing enterprise at Leeds Metropolitan University, lessons learned and the future direction in terms of marketing approach. (Contains 1 note.) (Author).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2017/4/10